adap.tv Secures $10 Million in Venture Capital

adaptv_logo.gifadap.tv, a unique online video advertising platform that allows publishers and advertisers to match relevant advertising with online video content, has closed a Series A round of $10 million from new investor Redpoint Ventures and existing investor Gemini Israel Funds, to enhance and expand the company’s product offerings, broaden recruitment efforts, and grow operations. The company was founded in 2006, and is headquartered in San Mateo, CA.

adap.tv uses advanced technology to analyze the video, audio and metadata to serve contextually relevant ads without being too invasive, monitoring viewers interaction with ads and adapting to their behavior.

With video being one of the fastest growing areas, there is tremendous opportunity in video advertising. However, adap.tv’s focus on “video advertising beyond the pre- and post-roll”, is a bit puzzling – pre and post roll is where advertising has traditionally been tried and succeeded (perhaps less successful now).

I’m not so sure that users will click on an ad during a show because it will interrupt watching the video and take the user to a new page. Content producers and content networks wouldn’t be too happy if the users don’t get to watch the entire show!